Finding Your Shop

Which Type of Agency Do You Prefer?

In the world of advertising, there are so many different shops and all with a unique selling point; so many that one might feel like a kid in a candy store -- a bit overloaded. I love this quote from Leo Burnett: "When you reach for the stars, you may not get one, but you won't come up with a handful of mud either." Don't be discouraged. There are opportunities out there for you. Here are some things to consider when looking at several different agencies for an internship or job:

Know thyself
The old saying is still true. Knowing who you are and what you want will help you narrow your search and find the right fit for the foundation of your career.

Current skills
What skills do you currently have? Some agencies and positions require skills that you might not possess at this moment in time. What will you do to gain those abilities? Maybe you will need to work at another agency before you go to that dream agency of yours.

Long-term view
This is just the beginning. Think about where you want your career to go and how you will achieve your long-term goals. Each position should be thought of as one step in the middle of the staircase, not the top.

Your past
What type of work environment have you already experienced? Do you need something new? Take a look at your past, and that will help you determine your future.

Online presence
Each agency has a website, and most have a blog, Twitter account and even a Facebook page. These are great resources to see what the agency culture is like and what the agency is currently working on. Some of these resources can give you a behind-the-scenes view of the agency.

Client roster and work
The roster tells much about the agency culture. But look further than that to the work they are producing. Does it resonate with you? Or do you find it bland and lame?

City life
Don't just look at the agency, look at the surrounding environment. What things are there to do after work hours? Will you enjoy your time there? The happier you are, the better work you will do.

ABOUT THE AUTHOR

Tyler Platts is finishing his degree in advertising at Brigham Young University with a business-management minor. He interned in New York at Y&R as an account executive in the summer of 2009. He has filled many roles, such as account executive, planner and copywriter, in the BYU AdLab. The AdLab is a student-run, professionally mentored ad agency that does real work for real clients.